Information Package / Course Catalogue
| Course Code | : HIT006 |
| Course Type | : Area Elective |
| Couse Group | : Short Cycle (Associate's Degree) |
| Education Language | : Turkish |
| Work Placement | : N/A |
| Theory | : 2 |
| Prt. | : 1 |
| Credit | : 3 |
| Lab | : 0 |
| ECTS | : 3 |
The aim of this course is to enable students to understand the fundamental concepts of brand management, learn brand development processes, develop branding strategies, and acquire the knowledge and skills required to plan and implement brand management practices.
This course covers the emergence and development of brands, brand functions, brand identity, brand image, brand personality, brand associations, brand awareness, brand preference, brand loyalty, brand equity, brand positioning, market segmentation, branding processes, brand development models, brand decisions, branding strategies, brand communication, and current approaches to digital brand management. Through applied studies and case analyses, students develop the ability to evaluate and implement brand management processes.
| 1. | Explains the fundamental concepts of brand management and brand development processes. |
| 2. | Analyzes brand identity, brand image, brand personality, and brand equity. |
| 3. | Develops brand positioning, market segmentation, and branding strategies. |
| 4. | Plans and implements brand development processes using brand development models. |
| 5. | Evaluates brand communication processes within the framework of integrated marketing communication. |
| 6. | Analyzes digital branding practices, current trends, and successful brand cases to develop solutions for brand management applications. |
| 1. | Instructor's Course Notes |
| 2. | İnci K. Aktuğlu, Marka Yönetimi: Güçlü ve Başarılı Markalar İçin Temel İlkeler |
| 3. | David A. Aaker, Building Strong Brands |
| 4. | Hatun Boztepe Taşkıran, Marka İletişimi ve Dijital Stratejiler |
| Type of Assessment | Count | Percent |
|---|---|---|
| Assignment | 1 | %5 |
| Term Assignment | 1 | %5 |
| Midterm Examination | 1 | %30 |
| Final Examination | 1 | %60 |
| Activities | Count | Preparation | Time | Total Work Load (hours) |
|---|---|---|---|---|
| Lecture - Theory | 11 | 1 | 3 | 44 |
| Lecture - Practice | 3 | 2 | 3 | 15 |
| Assignment | 2 | 1 | 1 | 4 |
| Term Project | 1 | 3 | 0 | 3 |
| Reading | 1 | 2 | 0 | 2 |
| Individual Work | 1 | 2 | 0 | 2 |
| Midterm Examination | 1 | 2 | 1 | 3 |
| Final Examination | 1 | 3 | 1 | 4 |
| TOTAL WORKLOAD (hours) | 77 | |||
PÇ-1 | PÇ-2 | PÇ-3 | PÇ-4 | PÇ-5 | PÇ-6 | |
OÇ-1 | 5 | 2 | 2 | 3 | 2 | 2 |
OÇ-2 | 5 | 2 | 3 | 4 | 2 | 2 |
OÇ-3 | 3 | 2 | 5 | 5 | 4 | 2 |
OÇ-4 | 3 | 3 | 5 | 5 | 5 | 2 |
OÇ-5 | 2 | 4 | 4 | 5 | 4 | 3 |
OÇ-6 | 2 | 3 | 4 | 4 | 4 | 3 |